NPR

Coca-Cola Offers A Sweet Quest: A Million Bucks To Replace Sugar

The company is holding a contest to find a new and natural, low-calorie sweetener. The challenge comes at a time when many Americans are cutting back on sugar due to obesity and diabetes risks.
The challenge comes at a time when many Americans are cutting back on sugar due to obesity and diabetes risks. Source: Courtesy of The Coca-Cola Company

It's not lost on beverage makers that consumers are drinking fewer sodas as they aim to cut back on sugar.

"Sugar is now the number one item that consumers want to avoid in their diets," says Darren Seifer, a food and beverage industry analyst with the NPD Group. The message to consume less is coming from health experts around the globe.

It's a challenge for the beverage industry,

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